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Idea kills the demon within

New festival season campaign conceptualised by Lowe Lintas reminds us of the true Diwali spirit – overcoming the inner demon in us

Sohini Sen | Mumbai | November 12, 2013

Click on the image to watch the TVC.

Idea's new campaign is an extension of their brand philosophy of 'An idea can change your life' by playing on the festive season. Conceptualised by Lowe Lintas, the campaign is a portrayal and call for the good in each of us to win over evil. The agency, keeping in mind the spirit of Diwali, decided on an idea that would make people introspect the real meaning of this festival and thereby enrich their lives from that understanding.

Diwali signifies the triumph of righteousness over treachery, of truth over falsehood, and light over darkness. The celebration of killing the ten-headed demon actually means killing the ten demons in you. The campaign talks about killing these inner demons to celebrate the true spirit of the festival.

The TVC opens with a taxi driver finding a phone in his vehicle, left behind by a passenger. He is tempted to keep the phone for himself and removes the battery. Just then he sees people celebrating Diwali in front of him and something inside him ticks and he puts back the SIM card in the phone and receives the owner's call. He returns the phone and goes back home. When he returns, his wife likens his return home as the return of the victorious Ram, having killed his Ravan.

“Festivals are imbued with deep inner significance and each festival in India is a multifaceted celebration. They provide us a break from normal routine and have a colourful time, a time for cultural exchange of views that build social relations which lead to unity among the people. Every festival in India has its own meaning and is related beautifully to life, and brand Idea believes in raising the bar with its own take on that meaning by adding to the happiness all around. An idea on Diwali’s significance is one more in our continuing series,” said Subramanyeshwar S, National Planning Director, Lowe Lintas.

This killing of the protagonist’s inner ‘Ravan’ and how he championed the victory of good over evil, righteousness over treachery, of truth over falsehood, and light over darkness, is the “idea” that changes his life. This rings true for the Idea campaigns of the past as well where we have seen brilliant ideas such as a mobile phone being used as a teacher in villages, etc.

The TVC:



Agency: Lowe Lintas

Creative: Arun Iyer, Ashwin Varkey, Jaywant Dabholkar,  Subodh Menon, Sarfaraz Siddiqui

Business: Raj Gupta, Satish Ramanathan, Sachin Pandirkar, Murali Krishnan, Sneha Saha

Planning: S Subramanyeshwar, Sridevi Nair, Sayan Som

Production House: Lintas Productions

Production Team: Anil Naidu, Yogesh Dixit, Tulika Sodera

Director: Anaam Mishra

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